Why the FIFA Women’s World Cup is a Goal-Winning Ad Opportunity

In 2019, 14.3 million U.S. viewers tuned into the FIFA Women’s World Cup final match making it the TV event with one of the biggest nationwide audiences. And, as the sport becomes increasingly popular in the United States, advertisers are beginning to take notice of this untapped opportunity.  

Scoring Big with Women’s Soccer  

The 2019 match demonstrated the power of this fanbase, with 17 million more TV impressions and 20% more viewers than the 2018 men’s World Cup. With this summer’s WWC, the two-time world champions, Team U.S.A. will be the center of attention – scoring incremental viewership amongst a diverse audience.  

According to Global Web Index, WWC viewers in the U.S. skew slightly more toward males (55%) than females (45%) but overall, are relatively even split. Notably, the female audience is made up of younger age groups, while the male audience is made up of older age groups – both considered relatively affluent. This audience composition, paired with the knowledge that consumers plan to spend more this summer than in 2022, only increases the value of this July event for advertisers.  

Yet the WWC is not the only women’s sporting event beginning to gain recognition. The trajectory of women’s soccer is unrivaled and already catching the eye of many investors. Specifically, the National Women’s Soccer League championship has seen viewership growth of 453% year-over-year. The fast-paced atmosphere and fan pride encourage viewers to gather around the big screen and be part of the action – even among viewers who do not typically watch the sport. So as Women’s Soccer continues to generate significantly more revenue than Men’s Soccer, advertisers will reap the benefits of ad placements through increased awareness, consideration, and ROAS. 

Meet Fans Where They Are Watching 

With its widespread appeal and diverse audience, it is no surprise that the way fans consume World Cup content is ever-changing. The latest survey shows that 60% of audiences prefer to watch the World Cup on linear TV; however, 32% will also view it on streaming platforms, 31% report that they have tuned in on a smartphone or tablet, and 18% on a laptop or desktop computer. This means brands seeking an end-to-end advertising solution will need to meet fans where they are and activate brand messaging across screens.  

Cadent’s creative approach to converged TV advertising through Aperture Platform allows brands to engage audiences across-screen and help them find missing sports audiences – on a national footprint. With access to over 90+ cable networks, 1000+ broadcast stations, and 100M HH through CTV, Cadent allows marketers to reach the right audience, efficiently and effectively.  

Next Steps for FIFA Women’s World Cup Advertisers  

Although the Women’s World Cup schedule is brief, the opportunity to reach a wide audience is huge. To capitalize on this major tentpole event, it is critical to engage viewers across screens and utilize third-party insights for advanced targeting and measurement.  

Ready to activate data-driven TV for your next sports campaign?